Morrisons announces you won’t pay more than at Aldi, Lidl, Tesco, Sainsbury’s or Asda
Key Points
- Morrisons guarantees over 500 weekly essentials won't be beaten by Aldi, Lidl, Tesco, Sainsbury's or Asda
- Covered lines include bananas, tomatoes, carrots, bread, butter, chicken fillets, bacon and pizzas
- Market Street counter items such as cod, deli cheese and in-store doughnuts are included
- Valid in supermarkets, online and click & collect only
- Promotions, multibuys, loyalty prices and Morrisons Daily are excluded
Morrisons has guaranteed that its “Unbeatable Prices” on more than 500 weekly essentials will not be beaten by Aldi, Lidl, Tesco, Sainsbury’s or Asda.
The commitment means the prices on those lines are the same as or lower than the prices at the five named rivals.
Clear signage in stores and online marks the products covered, spanning everyday fresh produce such as bananas, salad tomatoes and carrots alongside staples including bread, butter, chicken fillets, bacon and pizzas.
The guarantee also reaches key fresh lines on Morrisons’ Market Street counters, covering fishmonger-prepared cod, extra mature cheese cut to size at the deli and doughnuts baked in store each day.
“Customers shouldn’t have to choose between great prices and great quality – and at Morrisons, they don’t have to,” said Alex Paver, Customer and Marketing Director at Morrisons.
“Our Unbeatable price commitment means customers can trust that the prices on these products simply won’t be beaten by Asda, Tesco, Sainsbury’s, Aldi or Lidl.”
Paver added that the value sits alongside the quality, freshness and expert service the chain is known for, from bread baked fresh in store to food prepared by Market Street colleagues.
The pledge applies in Morrisons supermarkets, online and through click & collect.
It does not apply in Morrisons Daily stores, or through Morrisons on Amazon, Deliveroo or other third-party partners.
Promotions, multibuys, loyalty prices and in-store-only promotions all fall outside the guarantee.
The move puts Morrisons alongside rivals that already run price-matching schemes against the German discounters, with Tesco, Sainsbury’s and Asda each operating their own versions.
